US chicken meal chain, Kentucky Fried Chicken, is set to launch a massive advertising campaign as international parent company Tricon Global Restaurants attempts to emphasise “the chicken on the bone business more than in the past.”

Go deeper with GlobalData

Data Insights

The gold standard of business intelligence.

Find out more


Tricon CEO David Novak further revealed that the campaign would not be focusing on the fact that the famed “11 secret herbs and spices” recipe is undergoing some “quality upgrades.”


While reporting first-quarter earnings, Tricon disclosed that the flour in the “finger lickin’ good” KFC recipe is changing. Novak explained that chefs in Colonel Sander’s kitchen are “looking at our cooking processes to get the flavour to pop even more.”


So has the secret recipe been subject to a few flaws? Novak thinks not. “Any time we have an opportunity to bring the secret ingredients forward, we do. [but these modifications are the result of] an opportunity, not a problem.”

GlobalData Strategic Intelligence

US Tariffs are shifting - will you react or anticipate?

Don’t let policy changes catch you off guard. Stay proactive with real-time data and expert analysis.

By GlobalData

Just Food Excellence Awards - Have you nominated?

Nominations are now open for the prestigious Just Food Excellence Awards - one of the industry's most recognised programmes celebrating innovation, leadership, and impact. This is your chance to showcase your achievements, highlight industry advancements, and gain global recognition. Don't miss the opportunity to be honoured among the best - submit your nomination today!

Nominate Now